Search Engine Marketing – PHASE I – RESEARCH

Search Engine Marketing - PHASE I - RESEARCH - Pathmaker BlogPATHMAKER MARKETING AND SEARCH ENGINE MARKETING

It’s hard to believe. Established in 1960, the Internet has been around for over half a century! And there are two things that have always been associated with the Internet: Emailing and Searching. The question is, “Does your Search Engine Marketing Program perform as though it is as old as the Internet itself?? If you feel your Search Engine Marketing Program could serve you more effectively, you need to contact Pathmaker Marketing LLC right away!

“How”, you may ask, “do I know if my Search Engine Marketing Program is meeting my needs or not?”

The answer is in the search results. Where do you show up when someone searches for a term that applies to your company? If you’re not dominating page one, then you need to beef up your Search Engine Marketing efforts.

But it goes beyond that. This is vitally important: The fact that you show up on Page One when you search for your company name and the city in which you are located does not mean you have an effective Search Engine Marketing Program. You see, your Search Engine Marketing Program should be sending you new clients, not people who already know your company’s name and where you are located!

The challenge is to get Page One Rankings when people search for something they want and you offer. As you undoubtedly already know, when someone does an Internet Search and they get voluminous results, they tend to refine their search. For example, if you searched the Internet for “Trucks,” you will get a lot of results! This is when the refinement takes place. You may next go to “Trucks for Sale,” only to find that there is still a large number of listings! So, you keep refining it down until you get to “Chevy Pickups For Sale Between Five and Fifteen Years Old.” We recently worked with an Auto plex in Canada who discovered that there were over 50,000 term variations involved for their product offerings! Your goal is to show up on page one for as many Search Phrases as possible, and that is exactly what the experts at Pathmaker Marketing LLC are dedicated to doing for you!

With Search Engine Marketing you have two categories of terms/phrasesShort Tail and Long Tail. With Short Tail the term or phrase is two words or less. Long Tail is three words or more. The “Tail” gets longer each time you refine your search. Our talented staff can help you determine the Keywords you will want to concentrate on, and then incorporate them into your Search Engine Marketing Program.

At this point you may be wondering, “Why, exactly, do I want Page One Rankings?” The answer is simple: Page One Rankings will get qualified traffic to your Website! Simply speaking, people will click on your listing because they are looking for what you offer! That’s why we at Pathmaker Marketing LLC will concentrate on one thing and one thing only-creating your Search Engine Marketing Program so that it will diligently send you qualified leads.

Pathmaker Marketing LLC has three objectives while developing your Search Engine Marketing Program: 1) Get Page Rankings, specifically Page One; 2) Get Traffic to Your Website; 3) Convert Visitors to Customers. We meet those objectives first though comprehensive Keyword Research. Once we have discovered the Total Universe of Terms, we focus on the Winnable Terms by refining the list. Once we have identified the Winnable Terms, we approach your Search Engine Marketing Program with a five-pronged method of attack.

Our first area of concentration is Pay-Per-Click Advertising. As we refine your Keyword List en route to determining Winnable Terms, we seek those with a low enough Pay-Per-Click cost to make your quest for Page Rankings a viable undertaking. Next, we focus on Search Engine Optimization. This is a specialized undertaking that the Pathmaker Marketing LLC staff is most adept at, and has had excellent results with for many other clients!

Then we focus on Link Building. A science in itself, Link Building is one of those tasks that, while appearing to be tiresome, burdensome and even boring, is an important aspect in a Search Engine Marketing Program.

We follow Link Building with the development of Social Networking. Unbeknownst to many business people, Social Networking can be an integral part of their Search Engine Marketing Program, and not just a way to keep in touch with friends.

Last, but certainly not least, our talented staffers can help you develop a Blogging regimen that will anchor your Search Engine Marketing Program, as each post will work directly to strengthening your Page Ranking. Utilizing our knowledge and skills regarding Blogging. You can even retain us to actually write the Blog Posts for you.

We Can Help You DOMINATE Search Engine Real Estate!

entry level package

Ever hear the term: location, location location? It refers to where you want to buy real estate. It’s sage advice to not put your dream house in a run-down neighborhood if you expect it to gain in value. It’s better to have the small house in a good neighborhood than the big house in a bad neighborhood.

There’s a similar adage when it comes to marketing your website:

Dominate page one real estate in search engines if you expect to turn your website into a revenue powerhouse. When someone searches for a term, and all the listings on page one refer to your organization, you’ve effectively eliminated the competition on that search term! And Pathmaker Marketing can help you do it. We’ll help you use blogs, link building, social media, pay per click advertising, and search engine optimization to dominate search engine real estate, which will bring more visitors to your website. And we’ll help you convert those visitors into assets such as emails lists, sales leads, and sales!

Contact Us to Today See How We Can Help You
Turn Your Website Into a Revenue Powerhouse
623.322.3334

Through any of our Search Engine Marketing Packages, Pathmaker Marketing can help you employ appropriate strategies to dominate page one real estate for your organization.

entry level package

This package includes the basics you need to begin securing more real estate for your organization in search engines such as Google, Yahoo and Bing.

  1. Strategic Keyword Research – We will put our powerful tools to work identifying up to 50 relevant keywords that people are using when they search for organizations like yours.
  2. Keyword Prioritization – We will run the keywords identified in Step 1 through our Keyword Difficulty Ranker, which is proprietary software that helps us pinpoint which of those keywords will be relatively easier than others to establish dominate positions for your organization in search engines.
  3. Traffic Conversion Ideas – We will provide 6 strategic suggestions to improve the traffic conversion process on your website. This will help you convert visitors to assets such as email lists, sales leads, and sales.
  4. Volume Link Building – There are various different kinds of inbound links that will help your website get higher rankings in search engines: Volume, Authoritative, Deep and Local. Search engines will see these links as improving your site’s “popularity”, making them valuable for increasing the site’s rankings. This process drives traffic to your site. For this package, we’ll work to develop Volume Links (100-300 inbound links to your home page).
  5. Pay Per Click Advertising – We will work with you to set up a Google Adwords account and launch Pay Per Click advertising. The cost for Pathmaker to set up and manage the campaign is included in this package. Advertising costs – the amount you are charged each time some clicks on your ad – will be paid by you directly to Google. We do not “mark up” or broker the exchange of money you pay to Google or other search engines for paid advertising. As a starting point, we request $100 in click through traffic each month for the six month period. (You can increase this Google ad spending amount if desired).
  6. Dedicated PPC Landing Pages – We will coordinate appropriate dedicated landing pages to which all advertising visitors go. This will help convert site visitors into lists, leads or sales for your organization.
  7. Google Conversion Code – We will install Google Conversion Code onto your website to help us identify and report to you which of your keywords are the most successful at driving traffic to your site.
  8. Social Networking – We will work with you to expand your search engine listings on your priority keywords through social networks such as Linkedin, Twitter, Facebook, Myspace, Plaxo, etc.
  9. Accountability – We are accountable to you and will provide a regular Progress Report on our accomplishments on your behalf.

advanced package

This package includes everything in the Entry Level Package PLUS search engine optimization and most in-depth link building.

  1. Social Networking Growth – We will help you get friends and followers in your social networks and begin promoting your products, services and events through them.
  2. Search Engine Optimization (SEO) – We will identify the 6 most promising keywords for getting search engine traffic to your site and have tweaked your site to convert visitors to assets, then we will begin the process of optimizing various pages on your site to be found by search engines – using the keywords we identified. The goal of this step is to see your website get ranked in the Top 10 listings on Google on your priority keywords. To do this, we will make SEO improvements to your site copy, keyword density, page titles, meta tags, etc.
  3. Search Engine Submissions – We will submit your website up to 25 different search engines, including Google, Yahoo and Bing.
  4. Link Building – We will build upon the Volume Link Building performed in the Basic Package to add the following.
    1. Authoritative Link Building: We will work with you to identify outside sources that are considered experts in your industry and work to establish links from as many of these sources as possible.
    2. Deep Link Building: Each month, we will strive to secure inbound links to subpages on your website.
    3. Local Link Building: We will strive to secure links that show your business, along with other businesses in your area, when someone searches for your keyword in your location.

premium package

This package includes everything in the Advanced Package PLUS additional SEO and a powerful blog tool that can significantly increase your organization’s presence on the Internet.

  1. Additional Search Engine Optimization We will optimize for an additional 6 keywords, and help you add additional content to accomplish this if necessary.
  2. Blog Marketing – This powerful tool will take you leaps ahead of other blog tools in terms of getting you ranked in search engines. We will:
    1. Design a header and buttons for your calls to action.
    2. Incorporate 15 of your strategic keywords into the blog, giving you one blog for each keyword. Each time you post content to one of the keyword blogs, that content will automatically flow to others of your keyword blogs as appropriate.
    3. Help you reach a critical level of 200 blog entries by offering our expert ghostwriting services to post 2 blog entries per week for each of the 6 months. Our research shows that 200 blog entries is the level at which you will begin to dominate page one real estate in search engines!
    4. We will autoflow the Blog onto the blogging networks (WordPress, Blogger, LiveJournal, Xanga, Vox, etc.

* Entry Level and Advanced Packages are for a 6-month contract, and and Premium Package is for a 1-year contract. All fees must be paid in advance each month by credit card or check.

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5 Proven Search Engine Marketing Ways to Bring Qualified Traffic to Your Website

search engine marketingGone are the days when all you need to do to run an online business is to build a website, send it to the major Search Engines and wait for visitors to come. Today, you need to proactively drive highly qualified traffic to it and convert visitors into clients.

Search Engine Marketing is not just presenting flashy website, people are no longer buying that. What you need today is to find a hungry niche and sell them your product or services. The question then is how to drive a great deal of hungry visitors into your website. Here is a five-tiered approach to accomplish that:

  1. Search Engine Optimization – It is a fact in online marketing that people will mostly see your website through the Search Engines. It is therefore imperative that the major ones at least (Google, Yahoo and Bing), will find it so that they can feed it to those who are searching. This means that your website should be Search Engine Optimized so their robots can crawl and index your pages. This will greatly influence your ranking in the search results.
  2. PPC advertising – Instead of waiting for months to see results from organic SEO strategies, pay-per-click or PPC will give you results within weeks. Through paid advertising, you can then identify which keywords are often search and thus, will be viable in your organic SEO. Although this means you have to spend a little bit of money, the returns are great and that is why you should not neglect this strategy as well.
  3. Social networking – The success of websites like Facebook, Twitter and Youtube has taken Internet marketing to new territories. No longer do we bring clients to our websites, we bring our websites to where they are gathered and from there, hope that things will take off. It is therefore the job of the online marketer to seize the opportunities presented by captured and possibly hungry niche because these websites have the power to bring huge awareness to your brand.
  4. Link building – No website is an island and that is why you have to build bridges to yours. If you can build links to authority websites, this will make your more credible and authoritative. If a visitor finds a link to your site from Wikipedia for example, he will think that you are indeed genuine in your desire to help and will remove the stigma of selling in his mind.
  5. Blogging with targeted keywords – The purpose of blogging with targeted keywords is two-fold; to drive traffic and to pre-sell visitors to the helpfulness of your product or service. If you don’t target keywords with your blog, visitors will not find it even if they want to. On the other hand, even if you can drive traffic to your website, but you are not able to convince them of the usability of your product or service, they will also not buy from you. Blogging with targeted keywords then requires the mixture of naturally incorporating keywords into your blog and be as convincing as possible without being too pushy with your prospects.

This five-tiered approach to Search Engine Marketing will ensure that you are able to drive a highly qualified traffic to your website, convert visitors into clients and increase your revenue. Often times they overlap, nevertheless, they work hand in hand to drive that much needed traffic so that your online marketing success is guaranteed.

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The Bottom Line to Successful Blogging

5 STEPS TO SUCCESSFUL BLOGGING

Blogging is an excellent way to use the Internet to promote you and your business, church or charity.  As with any “tool,” however, to be most beneficial it has to be used properly.  Below are five basic thoughts you need to keep in mind when using blogging as a effective internet marketing tool.

 1)      Write About What You Know About—in Detail!

Blogging helps you establish yourself as an expert in your field.  As a result, you will want to concentrate on making sure your posts demonstrate your areas of expertise.  The key is to share in-depth on a particular topic rather than addressing a lot of topics without sharing any real information.  The catch phrase here is “Depth is more important than Breadth.” Be as articulate as you can, because for many prospective clients, your blog will be your first impression to them, and you want to demonstrate your areas of expertise.

If writing content is a real challenge for you, you may want to opt to have someone ghost write your posts, either someone on your staff with more flair for copywriting, or by retaining a professional. You could content to be interviewed on your topics of expertise, so your specific thoughts come through in the final copy.

 2)      Be Genuine—Not Promotional!

This is not a time to “hype” yourself and/or your company.  Share real information regarding the topic you have chosen.  For example, if you are operating a sporting goods store and are blogging about the five best flies for trout fishing in June, elaborate on the various merits on the different flies, not on why everyone should come to your store to purchase them!  If your blog is a ministry blog, then make your outreach real, not just hype or hyperbole, If you share valuable and valid information in your posts, people will be drawn back to your blog and, eventually, to your website or online store, or even to the phone meet you in person and get more information—and, hopefully, the five flies too!

3)      You need to be Consistent—and if possible, Prolific!

Blogging is often like exercise—we know we should do it, and have every intention of doing it—when we can get around to it!  Also like exercising, it is only truly beneficial when we do it consistently.  A minimum of one to two blog posts per week will give you the kind of content quantity you need, but if you can ramp up to three-four a week, that would be even better. In other words, be consistent first, then increase your volume over time. One rule of thumb to consider is that Google will start to notice your blog after about 50 posts, and then revisit you for updates. Once your blog is initially spydered and ranked, you can train Google to return more frequently, by posting new content consistently.

4)      Choose the Right Blogging Tool

There are two basic blog services you can use—fee-based tools like Compendium and free blog tools like WordPress.  While the latter has the upside of being free, the former may be far more beneficial for your needs.  Understand that a major goal of blogging is to win “Page Rankings” in Google, Yahoo, Bing (and lesser Search Engines) on your target terms.

It’s important to remember that tools like WordPress, Blogger, Typepad may require you to manually search engine optimize your posts to pursue your page rankings, while a Premier Blogging Service like Compendium is engineered from the ground up to optimize your posts for targeting  keywords.  Based on return on investment in getting you search engine rankings results, Compendium is generally a better blogging tool than WordPress, even though it costs, because of the fact that it helps you search engine optimize your blog posts while writing in order to succeed at getting your desired page ranking results. In other words, a free blog tool is a great deal, only if you are getting ranked in the search engines, or you can generate readership independently. 

In truth, our company uses both, with Compendium being the premier blogging service tool we lean on most, and consider to the best blogging service out there, while WordPressBloggerTypepadLiveJournal and others are also used frequently or judiciously, when budget or other reasons need to be carefully considered. See a side by side comparison I did recently on the topic recently.

5)      Pick the Right Terms to Blog About.

Using the right search terms by targeting keywords in your business or ministry blog posts will result in increased page rankings in the search engines.  This is accomplished by determining your winnable keywords via careful and comprehensive keyword research, and then incorporating those words and terms into the text as you write.  You can do this keyword research on your own, using the Google keyword research tool (Google: Google Keyword Tool), which is one of the best keyword research tools to start with. You can also retain a pro services company like Pathmaker, that is adept at the process, to ensure you get it done correctly. Once proper research is done, any company can usually identify a total potential keyword pool of about 1500 terms to pursue. Then you have to rank those terms by winnability: determining their potential for you to win a page one ranking on each of them. Some will be winnable. Others will not be winnable without an enormous budget.

And here’s one final bonus step to Successful Blogging:

 6)  Protect Your Content

WordPress has a documented habit of just closing down blog sites if they determine that the user has violated their usage standards for one reason or another.  Unfortunately, bloggers often don really know what those “standards” are, nor do they give you the opportunity to change your content to adhere to their prerequisites, once your site is down.  This is one of the hidden little secrets to the free tools out there…you could lose all your content since it’s hosted on their servers, not yours.

The best way to protect your content is to install a tool like WordPress on your own web server rather than on theirs.  Then blog away. Your content resides on your own servers, not theirs, and you can rest easier knowing that it’s safer.  A simple task, this is truly a worthwhile endeavor as a precautionary measure to protect your content. Obviously, you should always have local PC backups too for all content posted on your company or church blog.

For more assistance with blogging, don’t hesitate to call Pathmaker Marketing LLC in Phoenix, Arizona at 1-623-322-3334, and we’ll be happy to help you sort this out further.

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Floyder – – I don’t even know what a bloghead is!

 Jim looked pretty pathetic, to say the very least. Somewhat loud, though never obnoxious!, Jim is truly a sensitive soul and that is why the comment that had been leveled at him had been so devastating. It seems that last Sunday, in front of a whole group of people, his pastor slapped him on the back and exclaimed, “Well, Jim, why don’t you head up the committee for Internet presence. After all, you’re the biggest Bloghead in the congregation.”

“Floyder, will you call Pastor and ask him why he would say something like that about me?”

His puppy-dog brown eyes made it impossible to say “no,” so I gave Pastor a call. I surmised, and verified, that all Pastor meant was that Jim used Blogging as an Internet Marketing Tool for his business more than anyone else. The fact that “Bloghead” sounds suspiciously like “Blockhead” had made Jim feel like he was being ridiculed, which, of course, was not the case. Finishing up with the call, I explained it to Jim.

A visual sigh of relief crept across Jim’s face, making it as placid as a crystal clear lake. As I watched, however, the metamorphosis continued, and the placidity was replaced with a look of total confusion. I waited, as I knew another question/ request would be forthcoming.

            “Floyder, is there such a thing as a Church Blog?” indicating by the question that he was accepting Pastor’s offer to head the committee.

“Certainly, Jim,” I assured him.

“Well, what does a church Blog about?”

“Oh,” I explained easily, “there are several ways a church can use a Blog as an outreach tool. They might want to simply employ Christian Blogging to post content that is relevant to members of their congregation. Or they might want to develop their blog into an outreach tool, so that in that case it actually becomes a Ministry Blog.”

“How would that work?”

“Well, it could actually take several forms. For example, they might use the Blog as a discussion forum to facilitate small groups discussions on the pastor’s weekend sermons.

“They might also use the blog to feature and highlight the special ministries a church offers their community, such as children’s activities, helping the homeless or their outreach to military families.”

“Or they could use the blog as a vehicle for outreach, discussing subjects that matter the public at large, with a biblical point of view.

Jim cogitated on what I had said for a while, and then asked,

“Floyder, should I seek Pathmaker’s help?

Jim was referring to Pathmaker Marketing, which promotes a Premier Blogging Service for churches (LEARN MORE >>). Jim and I have discussed numerous aspects of Internet Marketing, and, on several occasions, he retained Randall to help him with suggestions.

“Well, it wouldn’t hurt.”

Jim smiled and went to a world of his own where he was contemplating his course of action. Me, I was just glad he no longer looked pathetic!

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What Do You Mean They Weren’t Looking For Me!

Boy, I hate to burst a friend’s bubble! Especially when that friend thinks he is excelling in my area of expertise. Especially when that friend is Jim.

Now, you probably have already read about Jim though he wasn’t referred to by name. Jim is the gentleman who referred to “Pay Per Click” as “Paper Clip,” and wasn’t thrilled by the program’s results, nor by the fact that I had corrected him on it. Anyway, he is doing his best to keep up with technology, and decided he would start a Blog. The owner of an independent sporting goods store and a pretty fair fisherman, Jim decided he would do a Blog on fishing. He has been at it for about a month, and when we had lunch the other day he breezed into the restaurant and announced that he had finally hit the big time!

Enjoying the beaming smile on his face, I asked what was up. He explained that he had fourteen hundred hits on his latest offering, 5 Important Facts about Fly-Fishing in Arizona.  And, he proclaimed triumphantly, he didn’t think that many people even knew his name. Without thinking I informed him that undoubtedly most of them didn’t. He gave me a hard look – – he wasn’t to the point of fuming, but he was, at least, brooding. Knowing he deserved an explanation, I shared a few Internet Marketing ideas with him.

The reality is, I explained, that approximately 82% of the people who read our Blogs have not typed in our name, but rather a keyword. This, I went on to tell him, is the basis for Keyword Marketing. Keyword Marketing is an excellent Online Marketing Tool, and one that Randall Mains and Pathmaker Marketing, the firm I am associated with, feature as part of their Search Engine Optimization Services. My best guess was that people were looking for advice on fly-fishing in general, and fly-fishing in Arizona in particular, and that’s how they came upon his Blog.

Jim was a little deflated; there was no doubt about it. He is a friend, and not wanting to bring him down and leave him there, I shared some of the positive aspects about his situation. I first pointed out to him that now fourteen hundred people do know his name. Next I suggested to him that he might want to use what he had started as a social Blog as a subtle way to market his business. His spirits were lifting, and he seemed genuinely interested in the prospect of using his Blog to increase his business.

Warming to the discussion myself, I explained how another Pathmaker Marketing associate, Karen Randau, knew a gentleman who had developed leads for a hunting lodge that he owned and operated. He just wrote about some of the interesting experiences the people who stayed there had enjoyed, and before long people were asking about flyers and what not. Utilizing all of the knowledge and expertise at Pathmaker’s disposal, I assured him, would allow us to help virtually any business use a Social Networking program such as Blogging to promote their business without violating the unwritten code of “fun” that is associated with Blogging.

By the time lunch was over Jim had returned to being his beaming self. We discussed some other topics that might bring him new readers, and speculated on how many hits each one would receive. He was thrilled that he might get fourteen hundred new customers, until I pointed out to him that probably half of them were probably from out of state. I got that hard look again, until I explained to him how he could deal with that, too – – – but that’s for another day and another Blog!

To learn more about Keyword Marketing visit, go here

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Are You Employing Web 2.0 Features Into Your Online Fundraising?

Your first question might be, “What the dickens in Web 2.0?” At least that was my first question. Quite simply, the term refers to a way of using the Internet to “build community.” Building community is the process of causing people to feel a sense of ownership in what you do … because they are part of it. The process hopefully will build your email list, increase traffic to your site and convert visitors into engaged participants. This could provide a boost to your online fundraising. Here are some techniques to consider.

Allow visitors to add content to your site. For example, Pathmaker Marketing LLC worked with Gregory Dickow Ministries (and others) to install a couple of Prayer Walls on their website. People can come to the Prayer Wall to submit their prayer requests or praise reports for others to read. They also can read the requests and praises of others and pray for those people as they feel led. The Prayer Wall has become a meeting place for like-minded people to be a part of the ministry along with each other’s lives. 

Integrate social networking into your online mix. For example, you could design a Facebook page to integrate with your site. You can quickly build up your list of friends, which will give you a growing list of potential participants in your cause. Professional networking includes such sites as Linkedin and other sites that appeal to a specific niche (such as authors). Twitter is a social networking site that simply allows you to post updates on what you’re up to in order to keep in touch. Use several of these services to build your participant list and manage your search engine listings.

Start blogging. We’ve worked with clients to install a blogging tool on their websites that is search engine optimized. You create one blog entry of just a few paragraphs that contains the right keywords (that you defined), and the content automatically is posted to the other blogs with those keywords. You’re using what you have in your head to create more than one blog with the effort of only one blog. Blogging is another tool that can boost your ranking in search engines to bring more people to your site for you to convert into assets for your non-profit.

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